We believe that marketing is both an art and a science. And as all good scientists keep a good record of their findings, we’re putting together a compilation of our key takeaways.
We recognize you’re on a journey to creating a lasting impact at your company. Let us come alongside you and share our expertise, so you can blow them all away with yours!
About Our Blog
What makes for a good story? (Part 2)
Storytelling is often treated as an art that cannot be reduced to a formula. Yet across centuries of narrative theory and modern research, storytellers have developed remarkably consistent frameworks for structuring characters, information, tension, conflict, and change. From the Hero's Journey and Three-Act Structure to Freytag's Pyramid, Story Circle, Story Spine, and Kishōtenketsu, these models approach storytelling from different directions but reveal common principles behind effective narratives.
What makes for a good story? (Part 1)
Storytelling is often treated as an art that cannot be reduced to a formula. Yet across centuries of narrative theory and modern research, storytellers have developed remarkably consistent frameworks for structuring characters, information, tension, conflict, and change. From the Hero's Journey and Three-Act Structure to Freytag's Pyramid, Story Circle, Story Spine, and Kishōtenketsu, these models approach storytelling from different directions but reveal common principles behind effective narratives.
This Research Findings article examines these frameworks to understand what they collectively reveal about how stories work. The research suggests that effective storytelling is less about following a prescribed formula and more about deliberately managing four fundamental elements: motivation, information, emotion, and change. Strong narratives give audiences a reason to care, a reason to continue, something to feel, and a meaningful shift in perspective or circumstance by the end.
Top Ways to Grow Your Madison Business
Growing a small business in Madison, Wisconsin requires more than just showing up online or running the occasional ad campaign. It demands a multi-channel, trust-first marketing approach rooted in community presence, strategic visibility, and consistent value creation.
This research-backed article explores seven of the most effective growth strategies we’ve found useful for local businesses: print marketing, networking, affiliate sponsorships, educational workshops, inbound content creation, paid advertising, and outbound sales. Drawing on best practices learned through our personal experience growing and scaling businesses, we break down how each channel works, where it fits in your growth strategy, and how to execute it effectively.
Here’s the takeaway: sustainable growth in Madison comes from integrating relationship-driven tactics with scalable digital systems.
Positioning vs Promotion
One of the most common strategic mistakes businesses make is assuming their growth problem is a promotion problem. When sales slow down, the instinct is to increase advertising, launch a new campaign, or run a discount. But in most cases, the real issue isn’t promotion. It’s positioning. When businesses fail to clearly differentiate themselves in the market, customers perceive competing options as interchangeable. Once that happens, price becomes the easiest way to compare options, and the market quickly turns into a race to the bottom. This article explores why businesses often fall into price competition, what proper market positioning actually means, and how local businesses can strategically position themselves to compete on value instead of price.
Visual Storytelling That Sells
In today’s fast-moving digital landscape, small businesses need more than ads — they need stories. Visual storytelling combines narrative structure, emotional resonance, and video or image-based content to captivate audiences and drive action. This article explores why stories work, how visual storytelling engages audiences, and practical steps small business owners can use to transform customer experiences into compelling marketing assets.